How your brain evolved- andhow that affects the waypeople buyWhy you need to focus on theproblem, and what to do aboutproducts with multiple usecasesHow to tell a Brand Story thatwill Gain you Customers forLife123StoryhackingAlaura Weaver

How your brain evolved- and

Today You’ll Learn How Your
Brain Evolved and how that affects the way people buy Why you Need to Focus on the Problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3

Madison Taskett Marketing Manager at
JumpCloud Owner of http://yourcontentsucks.com • Experience marketing and selling for companies from from Fortune 500 to startup size in a range of industries • Passion for genuine communication that sells • Most popular speech for BSW 2016! • Owner of yourcontentsucks.com

How your Brain Evolved- and
how that aﬀects the way people buy Why you need to focus on the problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 Pitch Anything Oren Klaff

How your brain evolved- and
how that affects the way people buy Why you Need to Focus on the Problem, and how to message products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 The Brain Audit Sean D’Sousa

YET YOU STILL DEFTLY AVOID
DOG POO ON THE SIDEWALK Example: Dog Poo We notice problems much more than we notice solutions. YOU’RE ON A HOT DATE

People respond to Problems In
a study, participants were shown three kinds of photos and their brain activity was measured. 1 2 3 NO ADDITIONAL BRAIN ACTIVITY NEUTRAL PICTURES EXCITING PICTURES PROBLEM PICTURES GOT THE PULSE GOING… A LITTLE BY FAR THE MOST BRAIN ACTIVITY

Lead Your Customer through Your
House Every room is a diﬀerent pain point Want Your Husband to Think You’re Sexy? Imagine walking into a party with your husband by your side. He guides you through the crowd with his palm gently touching the small of your back. Once you ﬁnd your spot, he whispers in your ear, “You look so sexy tonight.” As people come to talk to the two of you, he puts his arm around you, making it known that you are his woman. He doesn’t want to let you leave his side. When I was overweight, I would think about it ALL THE TIME. When I opened my eyes in the morning, I would immediately dread the thought of putting on my pants and experiencing the feeling of discomfort around my stomach while I walked around and sat in my chair all day. I Hated Feeling Gross All the Time

THEY ARE THANKFUL FOR THAT
USEFUL INFORMATION Be Educational Your problem should help your customer live a better life. WHEN YOU TELL A FRIEND TO PREPARE FOR A SNOWSTORM…

How your brain evolved- and
how that affects the way people buy Why you need to focus on the problem, and what to do about products with multiple use cases How to tell a Brand Story that will Gain you Customers for Life 1 2 3 Storyhacking Alaura Weaver

AFTER THE RIGHT STORY The
Power of the Right Story BEFORE THE RIGHT STORY SlideShare doesn’t support audio, but this story is ABSOLUTELY worth hearing. The guy added backstories to junk and got over two THOUSAND percent more money just by adding stories to them. Click on the link to hear how it worked: http://www.npr.org/ templates/story/story.php?storyId=121690381

Introducing the problem CALL TO
ADVENTURE The Marketing Side of the Hero’s Journey Scholar Joseph Campbell nailed down the structure that has worked for countless fairy tales, novels, and adventure movies. 1 The stakes/customer’s nightmare scenario REFUSAL OF THE CALL2 Your brand THE HELPER/ MENTOR3 Your offer THE MAGICAL ITEM4 CTA CROSSING THE THRESHOLD 5

Call to Adventure: The Problem
Introducing the problem CALL TO ADVENTURE1 YOUR CUSTOMER IS ALWAYS THE HERO, NEVER YOUR BUSINESS! WHAT’S YOUR HERO’S AHA MOMENT? YOUR HERO NEEDS TO BE JOLTED INTO A SENSE OF PURPOSE The hero of the story (your customer) needs an objective to strive for.

Your Brand: The Mentor Your
Brand THE HELPER/ MENTOR3 NEO’S MENTOR: MORPHEUS SOCIAL PROOF GIVES YOUR CUSTOMERS A REASON TO TRUST YOUR ADVICE Your brand was put on this Earth to help the hero in their quest.

A Mentor’s Email Does your
subject line complete the sentence “I want to help you ________________”? (I Want to help you… )“Great discount inside!” –what does that tell your customer he/she can do? Vs. (I Want to help you…) “Enjoy the trails this weekend: Save 25% on Summer Mountain Biking Gear” — Oh! That’s sounds like just the thing after a long winter! Your brand THE HELPER/ MENTOR3

Your Offer is a Magical
Item Your offer THE MAGICAL ITEM4 NEO’S MAGICAL ITEM: SIMULATED TRAINING YOU UNDERSTAND HOW YOUR PRODUCT WILL FIT INTO THE REST OF YOUR CUSTOMER’S LIFE. Your magical item is scarce, limited, or exclusive and they’ll be at a serious disadvantage in their quest without it: that’s why it’s Magical.

It’s time for your hero
to share their story Testimonials/ social proof THE RETURN7 “I’M GOING TO SHOW THEM A WORLD WHERE ANYTHING’S POSSIBLE.” TESTIMONIALS, CASE STUDIES, CUSTOMER QUOTES, REVIEWS Repeat the process and the cycle of customers will perpetuate themselves. My mentor’s magical item allowed me to save my company from the nightmare scenario!

1 2 3 What did
We Learn? Your Brain Stem Is Your Spam Folder Isolate the problem! The Hero’s Journey Will Get You ALL the Money

Why was my Speech so
Popular? If you don't understand the psychology behind why your customers buy, then your content will always be ﬁghting a losing battle. In this talk, we'll discuss how the brain makes decisions when it comes to purchasing a product, and give actionable steps to improve your content and see higher conversions. Why Your Content Sucks (Hint: It’s not a Messaging Problem, it’s a Psychology Problem) 79 Start w/ the Problem Isolated the problem Call to Adventure! My magical Item

Learn More Click on the
link to visit http://yourcontentsucks.com Learn all about neuroscience, messaging hacks, and branding how-tos